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Intellectual property and tikanga Māori concepts (every paper)

IP: match the form to the asset. Tikanga: use a named element of the definition.

The concepts the papers name by name

6 terms

Kaitiakitanga

Guardianship and protection of the environment and resources for future generations. Positive: brand, loyalty, compliance. Negative: cost.

Rangatiratanga

Self-determination, leadership and the authority to make one's own decisions — with the responsibility that comes with it. Papers ask for "a part of the definition"

Manaakitanga

Care, generosity and hospitality shown to staff, customers and community. Links to staff retention and customer loyalty

Whanaungatanga

Relationships, kinship and a sense of belonging within and around the business. Links to supplier and community relationships

Pūtake

The underlying purpose or reason the business exists, beyond making money. Asked in relation to brand and market share

Taonga

Treasured resources — physical or cultural — that carry an obligation of care. Often paired with kaitiakitanga

Exam-style Explaining how pūtake affects brand Oarsome Aotearoa states its pūtake through a mission statement about the natural environment and Māori history. Explain how this pūtake may affect its brand. THE STATED PŪTAKE: protecting the natural environment and honouring Māori history, not just generating profit from adventure tourism. THE BRAND MECHANISM: customers who share these values (environmentally-conscious tourists, those interested in authentic cultural experience) are drawn to a brand that visibly lives its stated purpose. THE EFFECT: this can build a distinctive, differentiated brand identity that competitors focused purely on adventure activities cannot easily copy. ✓ The chain runs from the SPECIFIC stated pūtake, through the type of customer it attracts, to a concrete brand-differentiation outcome — not just "having a purpose is good for brand".

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